INTRODUCTION TO COMMUNICATION THEORY

Basic Concepts

 Theory is a set of “informed hunches”. While theorists can speculate, they still have to
investigate.
o Theories as “nets” to “catch the world”: means to understand the world within a given
idea
o Theories as “lenses” to see understand interactions from a distant perspective
o Theories as “maps” where one can trace an understanding of an idea
 Communication is a relational process of creating and interpreting messages that elicit a
response
 Truth and Interpretation in Communication Theory
o Objective: truth is singular and accessible through unbiased observation
o Interpretive: assigning meaning or value to texts (multiple truths)
 What makes a theory good?

Objective Theory Interpretive Theory

 Provides new insights about people2
 Able to explain and make sense of data
 Classification of values3
 Can predict future events
 Aesthetic appeal
 Relative simplicity; easy to grasp1
 Agreed by most academics in the
 Can be tested/ proven
community
 Useful
 Can make change in society
 Used in quantitative research
 Used in qualitative research4

 1
Rule of parsimony (Occam’s razor): when faced with two theories, the least complicated theory
should be accepted
 2
Self-referential imperative (Klaus Krippendorf): Regard yourself within the same context as the
subjects of your study
 3
Ethical imperative (Krippendorf): Regard the values of your subject as you would have valued it
 4
Textual analysis: describe, interpret message
 4
Ethnography: participant observation; must have immersion and documentation with an
exchange
 SEVEN TRADITIONS OF COMM THEORY
o Socio-psychological tradition (emphasizes interaction and influence between
participants)
o Cybernetic tradition (emphasis on information processing, control and feedback)
o Rhetorical tradition (emphasis on understanding elements of persuasion)
o Semiotic tradition (emphasis on isolating signs and symbols in communication)
o Socio-cultural tradition (emphasis on cultural implications of communication)
o Critical tradition (emphasis on political ideologies)
o Phenomenology (emphasis on understanding the self and others through dialogue)
REVIEWER TEST (25 ITEMS) ENCIRCLE THE LETTER OF THE CORRECT ANSWER.

1. Messages are open to various interpretations depending on their contexts.

a. Evaluative b. Objective c. Interpretive d. Subjective
2. Communication is a process. We can investigate several aspects but still arrive within the same
conclusion.
a. Evaluative b. Objective c. Interpretive d. Subjective
3. We can investigate communication blunders by identifying the failures in delivering the message.
a. Evaluative b. Objective c. Interpretive d. Subjective
4. People from different nationalities often have misunderstandings because their cultural ways are
not the same.
a. Evaluative b. Objective c. Interpretive d. Subjective
5. Using specific methods, we can identify how to improve the communication strategy of a
company.
a. Evaluative b. Objective c. Interpretive d. Subjective
6. Theories help us see different ways how people interact with each other and make sense of that
interaction.
a. Theories as b. Theories as c. Theories as d. None of the
“lenses” “maps” “nets” above
7. Theories provide an explanation regarding different phenomenon. They basically provide an
overall idea or connection between isolated phenomenon.
a. Theories as b. Theories as c. Theories as d. None of the
“lenses” “maps” “nets” above
8. Theories filter our perspectives to different meanings to make sense of phenomenon.
a. Theories as b. Theories as c. Theories as d. None of the
“lenses” “maps” “nets” above

9. Theories must remain simple so people can understand them and use them accordingly.
a. Textual analysis b. Phenomenology c. Rule of d. Ethical
parsimony imperative

10. An objective theory must be used as grounds to conduct empirical studies to confirm findings
regarding a phenomenon.
a. Useful b. Relative c. Prediction of d. Quantitative
simplicity future events research
11. An objective theory must be able to provide a forecast of events based on the data generated by
the study.
a. Relative b. Can be tested/ c. Useful d. Prediction of
simplicity proven future events

12. An objective theory must not be complicated and lengthy. It may be presented in a convenient
way, but very elaborate to comprehend.
a. Relative b. Useful c. Quantitative d. Can be
simplicity research tested/
proven
13. An objective theory may be proved or disproved by hypothesis testing and other similar methods.
a. Can be tested/ b. Relative c. Quantitative d. Able to
proven simplicity research explain data

14. A subjective theory must be well organized and elaborated because the primary objective of
critique is to entice the readers to appreciate the idea.
a. Provide new b. Qualitative c. Aesthetic d. Reform in
insights on research appeal society
people
15. A subjective theory successfully draws out the differently held values and opinions of different
respondents to arrive at a holistic conclusion.
a. Qualitative b. Classification of c. Reform in d. Aesthetic
research values society appeal
16. A subjective theory draws insights that can be influential to spark change in the community.
a. Classification of b. Aesthetic c. Agreement in d. Reform in
values appeal the community society
17. A subjective theory could be used as a context to derive an important elaboration on the insights
and values of people.
a. Qualitative b. Agreement in c. Reform in d. Provide new
research the community society insights on
people

18. A method of qualitative research that involves participant observation by immersing and
documenting the culture and ways of living by a community.
a. Phenomenology b. Epistemology c. Ethnography d. Textual
analysis
19. A method of qualitative research that describes and interprets a message within valid theories.
a. Phenomenology b. Epistemology c. Ethnography d. Textual
analysis

20. A researcher wants to know what factors affect the delivery of speeches of High School students
when they compete for oration.
a. Cybernetic b. Phenomenology c. Socio-cultural d. Semiotic
tradition tradition tradition

21. A researcher wants to investigate the news coverage of farmer resistance to their landlords in
different farms in the Philippines.
a. Cybernetic b. Critical tradition c. Semiotic d. Rhetorical
tradition tradition tradition

22. President Rodrigo Duterte seemed to have gained more support through his speeches in the
recent elections than his main opponent, former Vice President Mar Roxas.
a. Rhetorical b. Critical tradition c. Phenomenology d. Socio-cultural
tradition tradition
23. A researcher wants to identify the relationship between customer satisfaction and customer-
officer communication in hotel front offices.
a. Socio- b. Cybernetic c. Critical tradition d. Semiotic
psychological tradition tradition
tradition

24. A researcher wants to understand how the word “friendship” means to students
a. Rhetorical b. Semiotic c. Critical tradition d. Socio-
tradition tradition psychological
tradition
25. People say that Bisaya speakers are more straightforward and tough, while Tagalog speakers are
more romantic and clever.
e. Cybernetic f. Phenomenology g. Socio-cultural h. Semiotic
tradition tradition tradition